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Young Fathers

Cocoa Sugar Campaign

  • Art Direction
  • Campaign

Cocoa Sugar is the notion of something both bitter and sweet. It is also a title which thrives on contradiction. A collaboration between the band, Tom Hingston, and Photographer Julia Noni, the campaign presented an exploration of male identity through photographic image.

The lead visual, featuring band member Alloysious Massaquoi contrasted themes of masculine and feminine, whilst drawing on intangible cues of beauty, disdain, humour and aggression. The image served as a provocation for all of these themes, but also defined an iconic visual language for the record. 

Spearheaded by the slogan, “What a Time to be Alive”, the global campaign extended across product, outdoor, digital, streaming platforms and the live shows.


Design and Art Direction: Hingston Studio
Photographer: Julia Noni
Stylist: Cynthia Lawrence-John
Hair and Make Up: Dorita Nissen
Post: Hingston Studio